Eating healthily does not mean taste has to be compromised. Giving up one's favourite foods or sacrificing taste in meals is not necessary. One third of EU consumers are contemplating a healthier diet, the other two thirds are happy with what they eat and don't want to attempt any improvements. The challenge is to give eating healthily a positive image. Most European consumers (80%) think eating a healthy diet is a difficult achievement.

A survey of Consumer Attitudes to Food, Nutrition and Health(1) questioned more than 14,000 people in the EU. Professor Mike Gibney, co-ordinator of the project, says, "Helping people feel positive about eating healthily is a major challenge for nutrition educators. It is of vital importance if further dietary improvements are to be achieved".

Common obstacles

Lack of time, due to irregular working hours and a busy lifestyle, is the most cited obstacle to people adopting healthier eating habits. Younger people and those in employment feel they are much too busy to change to a healthier diet. Those in particular between 15 and 34 years of age think eating healthily means compromising on taste. They are reluctant to give up their favourite foods for what they believe to be unappealing 'healthy' foods. The majority of people surveyed believe healthy eating is difficult and too much trouble. Lack of willpower to make the necessary changes, because of the bother involved, is one of the most frequently cited obstacles quoted by those interviewed.

Thinking positively

Knowledge on how to improve eating habits is generally good but the will to change is weak. Turning a negative image into a more positive one is key to any future dietary changes in the EU.

(1) A pan-EU survey of Consumer Attitudes to Food, Nutrition and Health (1996) Report no.3. Institute of European Food Studies.

...and here are 10 tips

• Eat a variety of foods
• Base your diet on plenty of food rich in carbohydrates
• Enjoy plenty of fruits and vegetables
• Maintain a healthy body weight and feel good
• Eat moderate portions - reduce, don't eliminate foods
• Eat regularly
• Drink plenty of fluids
• Get on the move
• Start now - and make changes gradually
• Remember, there are no good or bad foods

FOOD TODAY 09/1998